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By Dr. Brian McDonough, Medical Editor

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PHILADELPHIA (CBS) – I think we all know about the impact of the media on society.

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While all of our society’s ills can’t be attributed to the media, there is an impact. Alcohol abuse in young people is an example.

A growing number of adolescents are drinking and drinking to extremes. Part of the problem is when they look at television they’re seeing positive reinforcement in the form of advertisement.

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Watch virtually any major sporting event and the odds are quite good you will see sponsors discussing the wonders of beer and, in recent years, hard liquor as well. Certainly there are a growing number of ads saying to drink responsibly but the consistent images of fun and alcohol tied together with creative marketing has a strong impact – especially on the young.